Branded podcasts serve an important function in the podcasting ecosystem. As the industry has grown to command greater influence, businesses are keen to invest in their own podcasts as a way of boosting their brand awareness and driving the conversation in their industry.
In a recent analysis of branded podcasts by CoHost, it was revealed that over 90% of companies with podcasts are satisfied with the results of their investment. Shows in the “thought leadership” category are especially effective, and just under half of the branded podcasts surveyed considered podcasts to be more effective than other thought leadership platforms like LinkedIn.
As podcast marketing experts, we work closely with many brands looking to launch their podcasts or grow their audience. We can speak from experience that branded podcasts have real potential for numerous industries. The key is to be clear about what your goals are.
Branded Podcasts Have Endless Possibilities
Podcasts can be the heart of your branded marketing strategy. While they require effort to develop and maintain, their content can be quickly and easily repurposed across numerous channels and formats. Some examples include videos, social media posts, and whitepapers.
We’ve written an extensive guide on podcast marketing that will explain this process in detail. It’s free to download and contains numerous prompts and examples to help you develop your own podcast marketing strategy.
It’s easy to be cynical about brands entering the podcast space. While some will always prefer indie shows, don’t overlook the authentic storytelling made possible by corporate investment. Some of our favorites include Thoma Bravo‘s Behind the Deal and Bedtime Stories with Netflix Jr.
In this article, we will explain why you should (or shouldn’t) launch a branded podcast of your own. If you’d like some support with some or all of the development process, connect with our team for a free consultation.
First, What is a Branded Podcast?
A branded podcast is a show that is funded by a company with the aim of having the brand’s name associated with the podcast. You can usually mark a branded podcast by seeing a brand’s name prominently on the cover art. The brand may even be included in the podcast’s name.
Sponsoring a podcast is not the same as a branded podcast. Brands can take over established podcasts later down the line, and this should not be confused with a network acquiring a show.
What is the Difference Between Branded and B2B Podcasts?
Branded podcasts are sometimes confused with B2B podcasts. Although they share the same origin, their purposes often diverge. While branded podcasts have numerous purposes, such as building a community, increasing brand awareness, and increasing product sales, B2B podcasts are designed to sell services to other businesses by establishing authority in a competitive area.
If you want to start a B2B podcast, you can follow the same steps in this guide. Since you’re interested in sales, we encourage you to map out your full marketing strategy beforehand. Where are your touch points? How will you convert listeners into customers? Understanding the opportunities available to you will help deliver great ROI.
Will a Podcast Benefit My Brand?
When done well, branded podcasts have an overwhelmingly positive effect on brands. They can drive profits, increase investment, and establish a greater market share. They can also help with rebrands and new product launches.
Some branded podcasts are designed to build trust in an organization. For example, pharmaceutical companies have invested in branded science podcasts to highlight their medical breakthroughs. This approach is intended to establish a better relationship between the brand and consumers, and isn’t necessarily tied to boosting sales.
Some demographics are notoriously hard to access. For example, young men have significant expendable income, but are hard to market to. Podcasts are a fantastic route into their spheres of influence.
Did you know that we have a branded podcast? Podcast Perspectives, created by our founder/CEO Jeff Umbro, shares expert insights from top industry voices. It won a Signal Award for “Best Branded Technology Podcast.”
Beyond any commercial benefits, the show has connected us with dozens of talented people who have become part of our network of peers. Check out our episode on branded podcasts with the founder of Quill and CoHost, Fatima Zaidi.
Quill works with Fortune 500 companies like PwC, Microsoft, and Expedia, among many others. They’re a fantastic resource for brands who want to be part of the podcasting boom.
Now that we’ve explored the benefits and nuances of branded podcasting, we’ll guide you through the steps of developing your branded podcast.
First, Establish Your Podcast’s Purpose
Branded podcasts have many purposes. Before you launch, establish what you want to get out of your investment. New customers? A better brand reputation?
A branded podcast is an important part of your overall marketing strategy and should be approached as such. Figuring out the end goal will help you measure the right metrics.
Fatima Zaidi explains why you should establish your “why” before starting a branded podcast.
“If you don’t know why you’re creating a podcast, I don’t know if it’s the right strategy for you… I think podcasting is a really great way to build brand awareness, thought leadership, and position yourself as a subject matter expert… But if you want to become famous and become an influencer, then you probably want to go out and hire a publicist or PR team.”
So, why are you creating a branded podcast?
Your brand could sponsor another show that already exists. Embarking on a podcast journey requires significant time commitment and marketing investment. Trust us, it can be a full-time job. So, why not cut corners by sponsoring another show?
Many of the reasons why brands create podcasts are cost-related. Podcast advertising can be expensive. If you already have a versatile content creator in-house, utilizing their time to develop a podcast might be more cost-effective than sponsoring one.
Leverage Your Podcast For Your Business Goals
Whether it’s boosting revenue, improving brand awareness, or building trust in a sector, your podcast should be aligned with your business goals.
We highly recommend applying traditional market research to figure out how to reach your target audience. You are not just launching a content campaign – you’re launching a product, of sorts.
Work with your sales team to find out where your customers spend their time, both online and in real life. When developing your podcast from scratch, we recommend aligning your show with the lifestyle of your target audience. In other words, do your demographic research. Again, you can find a full explainer in our Ultimate Marketing Guide.
If you need an example, imaging that you’re launching a business podcast for your consulting company. You could create a short daily news podcast that gives professionals the top five business news stories of the day. Your target audience will be able to listen to your show on their commute to work. Being in the ears of your chosen demographic at the right moment can have real benefits for your brand – and your profits.
How Will My Branded Podcast Help Me Hit Targets?
Your targets depend on your brand objectives. If you are looking for brand awareness, hitting a listener goal might be enough. But for brands seeking to increase profits, conversion will be your greatest challenge.
If you are looking to turn listeners into leads, consider offering podcast-exclusive offers, such as complimentary consultations or free trials. If you have conducted effective market research, your audience should already be open to your offerings.
Don’t forget to share your podcast on your established marketing channels, such as LinkedIn and your newsletter. While branded podcasts can help find a new audience, they can also reinvigorate existing contacts.
Case Study: What Could Go Right?
Our team helped The Progress Network launch their acclaimed branded podcast What Could Go Right?.
The intention of their show is to raise awareness of their work at The Progress Network and inspire positive change. We helped them streamline their production process, and the outcome earned them an awards nomination for “Best Politics or Opinion Podcast” at The Podcast Academy’s Ambie Awards.
Emma Varvaloucas, Executive Director at The Progress Network, wanted a podcast agency that could cover all aspects of branded podcasting, from production to audience growth.
Here’s what Emma had to say about her experience of working with The Podglomerate:
“I couldn’t imagine a more knowledgeable, talented, well-connected, and reliable team than The Podglomerate. They make running our podcast easy and smooth. With them you truly feel that you’re in good hands, and don’t need to worry about anything. They’ve got it!”
Our work with What Could Go Right? is a great example of the benefits of a branded podcast on brand awareness.
What should you take away from this case study?
1. However, your podcast goals shouldn’t deviate from your business goals.
2. Branded podcasts don’t have to be stale.
3. Podcasting is an opportunity to have fun with your marketing strategy.
So, Should You Start a Branded Podcast?
As a podcast agency, our answer is simple: Do you have a goal for your podcast? Podcasting is unlikely to bring fame and fortune for individuals, but it can drive results for brands, even with niche audience numbers.Â
Branded podcasts are an effective way of creating high-value content. Just make sure to create a clear strategy, set realistic expectations, and get buy-in from your senior leaders.
Have questions? Interested in having The Podglomerate produce and market your branded podcast? Email us to learn more about our podcast production services.
